Garden Advertising Sometimes Exaggerates
Advertising in America as an industry began with the N. W. Ayer & Son Company in Philadelphia in 1867.
From that point on advertisers through the media of the day sought to persuade a consumer to buy a particular brand of a product.
Lydia Pinkham was among the first to use such advertising to market her patent medicine, a remedy for female complaints. She combined vegetable compound laced with nineteen per cent alcohol to make up her medicinal beverage.
The garden industry of course through the seed companies and nurseries did not shy away from ads to promote their wares as well.
You would think that today, one hundred fifty years later, we are smart enough to reject false claims in advertising.
Sometimes, even today, garden advertising exaggerates what the company promises.
A ‘garden in a box’ seems to imply you simply plant something like the company’s seed strips and wallah, you have a garden.
Mike Lizotte from American Meadows said, “We’ve all seen the ‘meadow in a can’ seed products at our
favorite big box store. Don’t be fooled by the nice packaging.”
There is always something left out in advertising in order that the ad can make its point.
In the ‘garden in a box’ that something happens to be the work it takes to maintain a garden, and see it through to its flowering.
Also, the product may be inferior. There may be fewer seeds than promised.
Garden advertising is really like any advertising. The buyer has to be aware of the kind of promises made by the seller.
Adrian Higgins, garden writer for the Washington Post, recently wrote an article entitled “Growing wild – by design.”
He said, “A few years ago, there was the notion that meadows were so eager to sprout that
you could buy a can full of wildflower seed, sprinkle the contents on a piece of cleared land and you would have a floriferous meadow in perpetuity. But there is no meadow genie in the can.”
Though we need to proceed cautiously with ads, advertising for the garden at the same time it tries to sell something also informs the consumer about new products.
Nineteenth century New York seedsman James Vick (1818-1882) recognized that part of advertising.
Vick wrote in 1880 in his magazine Vick’s Illustrated Monthly “Those desiring reliable information upon horticultural subjects will find much that is valuable in these [advertising] pages.”